Bud Light Lime makes strides as category leader

By Jenna Duncan

CHICAGO Anheuser-Busch’s spicy new cousin to Bud Light, Bud Light Lime, which launched in May has gobbled up the summer beer market without affecting sales of other Budweiser and Bud Light brands, the company has reported. A-B had put about $35 million behind launching the beer across the United States earlier this year—an investment that seems to have paid off big time this summer.

The reported success of Bud Light Lime comes at a time of change. A-B was acquired by InBev, the companies announced in July, a takeover that was shaky at first, but has since become “friendly.”

A-B’s total, year-to-date sales have risen by about 2 percent, according to reported numbers from Chicago-based Information Resources, Inc. Results for custom flavors at Miller and Coors had negative results, as did Corona’s family of beers.

A-B has said that it estimates about half of those drinking Bud Light Lime are either new to beer or have added the break-out flavor to their regular beer-drinking routines. The company also said that an estimated 20 percent of Bud Light Lime fans have migrated over from other brands such as Corona or Miller Chill. A-B estimates that about 30 percent of Lime fans switched from other A-B or Bud family beers.